309. Salim Bachatene (SVP eCommerce Sales at NIQ) and Alex Juday (SVP eCommerce Revenue at Incremental): Incrementality, Myth or Reality?, Retail Media, Brand Investment

Still one of Retail Media’s most controversial — yet most desired — terms: Incrementality.

In this episode (originally a LinkedIn Live), Daniel and Efrain were be joined by two leading experts on the topic, Salim Bachatene (SVP eCommerce Sales at NIQ) and Alex Juday (SVP eCommerce Revenue at Incremental). Together, they tackled:

• What is the true definition of Incrementality?
• Where do FMCG/CPG brands stand after 5+ years of Retail Media and Digital Shelf investment?
• How should Incrementality actually be measured?
• What are the ultimate benefits for Consumer Goods brands when spend is truly incremental?
• The critical (and often overlooked) role of accurate data
• Tips for retailers to prove the model really works